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Kilian MüllerGoogle Ads & SEO since 2011, 15 years of experience. You talk to me directly.+49 611 7163 8128
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Help & FAQAll FAQ →
1hold
FAQ · 15 answers
Answers to the questions that really come up in day-to-day Google Ads: rising click prices, disapproved ads, missing conversions and recommendations that help Google more than you.
Google recommends broad match with a small budget because recommendations aim at reach and Smart Bidding data, not tight spend control. When to test it.
02Google Ads clicks but no inquiries? The usual causes are irrelevant keywords, mismatched ad copy, a weak landing page or broken conversion tracking.
03Google Ads click prices doubled? Usually the auction or your account changed: new competitors, bidding, search terms. How to find the cause and fix it.
04Google Ads rejects ads that break a policy or have editorial or technical errors, such as a broken landing page. Causes, fixes and how to prevent it.
05Performance Max rarely runs only on Display. Usual causes: no product feed, weak search assets or a cheap conversion goal such as e-mail clicks.
06Keywords missing from the search terms report? Usually the Keyword column is hidden or searches fall below Google’s privacy threshold. How to measure the gap.
07Google Ads records no conversions? Usually the tag is missing, waits for consent or tracks the wrong number. Check the status and test in Tag Assistant.
08Google Ads leaves budget unspent when there are too few auctions it can win: low search volume, narrow targeting, strict bid targets or ineligible ads.
09CTR falling while impressions rise? Google is usually showing your ads on Display, search partner sites or for looser search terms.
10A Google Ads click costs over 10 euros when many advertisers compete for valuable customers. How actual CPC works and how to stop paying more than needed.
11Google Ads assets (extensions) are never guaranteed to show. Ad Rank, asset status, level and relevance decide each auction. How to find out why they don't.
12Google Ads counts actions, not people: phone and e-mail clicks, tags on the Send click or Every counting inflate conversions over inquiries.
13A bad Google Ads Quality Score means your ad or landing page compares poorly for exact searches. See which component is low and how to fix it.
14Google Ads ad rarely shown? Usually the budget runs out, Ad Rank is too low or targeting is too narrow. Lost impression share shows which applies.
15Irrelevant search queries in Google Ads usually come from broad match without enough negative keywords, mixed ad groups or weak conversion signals.
This section is about campaigns that cost money and are meant to bring enquiries. Every answer starts with the cause, then shows where in the account you can check the problem yourself and which steps fix it.
Many questions are about signals Google Ads shows differently than expected: conversions that don't match real enquiries, budget that isn't spent, or search terms that no longer appear in the report. Knowing how these fit together leads to better decisions on bids, budget and structure.
In a free intro call we look at your account together and work out what needs doing on Google Ads.
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